This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand. View Summary

This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand.

Given that the company has a distinctive founder story – with Kevin Plank initially designing shirts for his college football teammates – this discipline represents a core part of Under Armour's DNA.

Through working with inspiring athletes and showing how sheer force of will can help amateur enthusiasts improve their performance, the brand has found a unique tone of voice and positioning.

Insights, data and analytics enable the firm to fine-tune its output so it connects most powerfully and authentically with consumers.

2

Burberry Group (Wearing apparel)

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Euromonitor Profiles, June 2015

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry. View Summary

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry. Included is a strategic evaluation with key facts about the British company, competitive positioning against comparative brands, and assessment of its position in the luxury market. Brand opportunities and strategy are identified and recommendations for the future offered.

3

Nike Inc (Apparel )

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Euromonitor Profiles, June 2015

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market. View Summary

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market. Brand opportunities, operations and strategy are identified and recommendations for the future offered.

4

How a tweeting ball won the World Cup for adidas

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Stephen Whiteside, Event Reports, IEG Sponsorship, May 2015

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca". View Summary

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".

During the 2010 World Cup, its official ball had received vocal criticism - and the growth of social-media usage, particularly parody accounts, exacerbated the threat for 2014.

To proactively prepare for such a possibility, adidas used its brazuca ball to provide a unique, and witty, insight into the event.

Alongside leveraging real-time marketing, the brand had various prepared assets to draw on, and even sent the brazuca on a pre-event tour to generate interest before the World Cup began.

5

Target's rules for successful sponsorship

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Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines the formula used by Target, the retailer, to maximise the impact of its sponsorship efforts. View Summary

This event report outlines the formula used by Target, the retailer, to maximise the impact of its sponsorship efforts.

The company now routinely devotes 35% of its budget to investing in a property, another 55% to activating assets and 10% to measurement.

Underpinning its efforts is an emphasis on delivering content that is "warm" (that is, emotionally engaging) and "cool" (that is, smart and memorable).

In terms of measurement, its main metrics include driving physical and digital traffic, as well as deepening engagement with its guests and building brand love.

6

Last word from the East: This girl can?

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Edward Bell, Admap, May 2015

This article explains how sports brands in China target women, in a market dominated by the western brands Adidas and Nike. View Summary

This article explains how sports brands in China target women, in a market dominated by the western brands Adidas and Nike.

Female consumers in China have lots of reasons not to exercise, ranging from thinking they are healthy enough already to not wanting to get sweaty.

Two western brands dominate the market: Adidas, which positions sport as a social activity for women, and Nike with its 'just do it' philosophy.

Chinese brands are purchased based on value but command no loyalty, but two new entrants may upset Adidas and Nike's dominance: US brands New Balance, which 'masters running', and Under Armour, which has a more feminine image.

7

Carhartt: From workwear brand to craft brewer

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Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer. View Summary

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer.

Carhartt has long focused its efforts on people who work in some of the most physically-demanding professions imaginable.

Following the financial crisis, there was a renewed appreciation for self-reliance, repairing broken items, craftsmanship and locally-sourced products, helping it reach a wider audience.

To connect with hardworking men and women looking to wind down after work, Carhartt created a beer with local ingredients, and went on a tour across America to share a drink with craftspeople and consumers alike.

8

Making Mizuno fit for (brand) purpose

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Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts. View Summary

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.

While the company was committed to the idea that sports can "make the world a better place", it had struggled to translate that vision into tangible marketing programs.

In unlocking its mission statement, the brand decided to ask – and answer – a profound question: "What if everybody ran?"

The resultant campaign was based on statistical evidence regarding the positive impacts that would result from all Americans running, and brought these numbers to life in a series of online videos.

In moving from "storytelling" to "storydoing", Mizuno partnered with a not-for-profit that uses running groups as the basis for a program which helps homeless people.

9

Integrating offline with online: Mango expands by changing its game

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Low Lai Chow, Event Reports, Retail Congress Asia, March 2015

This event report looks at how fashion retailer Mango is integrating its bricks-and-mortar outlets with its online channels to drive increased growth. View Summary

This event report looks at how fashion retailer Mango is integrating its bricks-and-mortar outlets with its online channels to drive increased growth.

Shoppers can browse and purchase online or be directed to the nearest physical store.

Assisted online selling allows consumers to use in-store iPads to explore the full range of products available and order items from other territories.

Online franchises are also working with marketplaces such as Tmall and Rakuten to extend the brand's reach.

And it continues to invest in large, physical stores as customers expect to be able to have that experience as well as the online one.

10

Three key trends from SXSW 2015

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Theun de Bruijn, Event Reports, South by Southwest, March 2015

This event report covers three of the main themes running through South By Southwest 2015 in Austin, Texas. View Summary

This event report covers three of the main themes running through South By Southwest 2015 in Austin, Texas.

One major advance which could impact brands in sectors like pharma and healthcare is the rise of "garage biology", which represents a new form "do-it-yourself" of scientific exploration.

The fashion industry is also on the verge of a dramatic shift as new technologies are weaved into fibres and fabrics – with T H E U N S E E N one brand making waves in this area.

Pixar has learned that new-fangled tools aren't always best for getting the job done, but virtual reality also promises to transform how stories are told going forwards.

11

Why Patagonia prioritises "good growth"

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Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report outlines Patagonia's approach to driving "good growth", a model which aims to consider employees, communities and the state of the planet as well as driving the bottom line. View Summary

This event report outlines Patagonia's approach to driving "good growth", a model which aims to consider employees, communities and the state of the planet as well as driving the bottom line.

The firm actively "manages" its expansion by maximising returns from existing points of sale and taking a selective approach to widening distribution, rather than getting products in as many relevant outlets as possible.

As a private company, Patagonia is not subjected to the same pressure from investors to drive growth at all costs which impacts many public companies.

In a step away from normal marketing practices, Patagonia emphasises buying products for the long-term – as well as repairing, reusing and recycling them rather than purchasing new items instead.

12

Ralph Lauren (Wearing apparel)

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Euromonitor Profiles, March 2015

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Ralph Lauren. View Summary

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Ralph Lauren. Included is a strategic evaluation with key facts about the U.S. company, competitive positioning against comparative brands, and assessment of its position in the luxury market. Brand opportunities and strategy are identified and recommendations for the future offered.

13

Wearable technology: Google learns lessons from broken Glass

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Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report looks at the main successes and failures which accompanied the launch of Google Glass, the pioneering wearable technology that offered digitally-connected eyewear. View Summary

This event report looks at the main successes and failures which accompanied the launch of Google Glass, the pioneering wearable technology that offered digitally-connected eyewear.

As one of the most innovative tech products of recent years, this offering generated huge amounts of buzz and interest, as well as a lot of criticism and controversy.

One of the most successful components of the launch program was running tests with "Glass Explorers" – a group of early-adopters given an opportunity to test a prototype in real life.

Some splashy communications surrounding Glass gave the impression it was the finished article or failed to make clear it was still in development, unduly raising expectations.

As a result, the product raised significant criticisms rather than leading to deeper conversations on issues such as privacy.

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations. View Summary

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations.

Understanding that it cannot be everything to everybody it has concentrated on developing its particular personality and on "connecting with connectors".

It is also working more closely with brand ambassadors and handing over creative control to them as a way of generating buzz and becoming part of a generation's culture.

Customisation and personalisation are another way of empowering consumers: Adidas has created a mobile app that allows customers to design their own shoes.

15

LVMH Moët Hennessy Louis Vuitton (Wearing apparel)

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Euromonitor Profiles, March 2015

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan. View Summary

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the luxury market. Brand opportunities and strategy are identified and recommendations for the future offered.

16

Five branding strategy tips from Levi's

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Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report provides five tips from Levi's, the denim and apparel group, about how to build brands in a time of digital disruption. View Summary

This event report provides five tips from Levi's, the denim and apparel group, about how to build brands in a time of digital disruption.

Firstly, marketers must strive to "develop the core and do more" - that is, strengthen their primary business while also exploring adjacencies that could expand their portfolio.

Mixing simplicity and sophistication is another goal, as exemplified by websites that are intuitive to use for consumers but powered by complex personalisation engines.

If companies are fortunate enough to possess iconic products, they should continue to build equity for these offerings alongside rolling out innovative goods elsewhere.

Aspiration is a key element of brand positioning, but ensuring accessibility - for example, across multiple channels - is equally essential as shopper habits change.

Combining qualities that are expected of leading manufacturers (high quality, consistent availability, and so on) with unexpected tactics can serve loyal customers and attract new ones.

17

C&A's four tips for success in Brazil

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Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report breaks out four key tactics which have helped C&A, the multinational apparel retailer, assume a leading role in its category in Brazil. View Summary

This event report breaks out four key tactics which have helped C&A, the multinational apparel retailer, assume a leading role in its category in Brazil.

Building a local supplier base has further strengthened perceptions of authenticity, alongside insulating the business from high import taxes.

Taking a long-term view is essential for organisations hoping to prosper in the Latin American nation, where financial and social conditions are changing fast.

Focusing on the customer can help brands navigate this complex market, not least if they embrace consumers' passion for social media.

18

How Timex is keeping pace with changing consumer preferences

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Stephen Whiteside, Event Reports, ANA Mobile First, December 2014

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them. View Summary

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them.

Watchmakers are facing increased competition from new brands and technologies, as 'wearables' transform consumer expectations.

Efforts to understand what people wanted from smart-watches revealed three priorities: running/fitness data, music and safety/communication.

To meet these emerging needs, Timex partnered with companies that had greater capabilities in these areas to create a new sports watch.

The resulting product incorporates GPS, 4GB of storage and an inbuilt modem for communications.

19

How consumer insights strengthened Under Armour

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Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group. View Summary

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.

One tactic involves helping key executives in major departments solve pressing problems, thus helping to build a network of advocates.

It is also important that important business leaders are consistently kept in the loop regarding any important findings, rather than being surprised in presentations.

Finding suppliers which "fit" with a company’s culture is essential, as is ensuring that internal clients trust suppliers.

Identifying ways of prioritising incoming requests, typically in line with corporate priorities, is another core objective.

20

UGG's battle to embrace the value of market research

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Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.

As a brand which had enjoyed organic growth over a sustained period, not all of UGG's brand teams and designers were convinced about the need for research.

One way of overcoming internal doubts involved conducting a segmentation exercise looking at the future wants of consumers, playing into the forward-looking attitude of designers and reflecting the impetus driving the company's business.

By developing five customer segments – including "fashion mavens" and "creative artists" – and presenting its findings in innovative ways, the research team made a real impression.

Merchandising, design, product development and marketing programs all now draw on consumer insights far more deeply than ever before.

21

Recruiting consumers for brand repositioning: how stroller brand Quinny did it

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Low Lai Chow, Event Reports, Qualitative 360, October 2014

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe. View Summary

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe.

The company's two stroller brands, Quinny and Maxi-Cosi, were cannibalising each other in Europe as they target the same group of consumers - so Dorel decided to reposition Quinny to appeal to urban parents.

To do this, the brand's marketing team needed to understand the lives of urban parents, so created an online community with 120 parents from seven cities around the world.

Insights included the importance of brand purpose in choosing a brand, the need to target fathers as well as mothers, and the development of new products.

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing. View Summary

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.

One area of strength for the brand has been tapping into the changing position of women in the workplace, and the different types of outfit they have required over time.

The addition of jeans and sports ranges helped the company expand into casual wear, and thus gave it a role beyond helping customers feel confident about their careers.

As women now simultaneously juggle a huge range of tasks – from high-powered jobs to caring for families – providing classic, accessible and trusted clothing remains the primary goal.

23

How Nike and Adidas won over runners by helping them solve city blues

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Low Lai Chow, Event Reports, The APPIES, August 2014

This event report looks at the contrasting approaches taken by sports brands Nike and Adidas to encourage running in two crowded and polluted Southeast Asian cities. View Summary

This event report looks at the contrasting approaches taken by sports brands Nike and Adidas to encourage running in two crowded and polluted Southeast Asian cities.

Adidas took a newsjacking route, adapting its Go All In slogan to Go All In(doors) when Singapore was engulfed in a haze and giving away daily free gym passes based on that day’s Pollution Score Index.

The result was widespread news coverage and a fivefold increase in social media shares.

Nike altered its We Run series to make it work in congested Jakarta by encouraging runners to take over the streets and using the power of social media to spread the word.

It ended up becoming the brand’s best-performing campaign in the region.

This article sets out how TOMS, the footwear, apparel, eyewear and coffee company, has made an impression with millennials since 2006. View Summary

This article sets out how TOMS, the footwear, apparel, eyewear and coffee company, has made an impression with millennials since 2006.

The firm came to prominence with a "One for One" sales model that sees it give people living in poorer countries a new pair of shoes with each purchase of these products made by customers in nations like the US.

When buyers acquire some new eyewear, TOMS donates to the Seva Foundation, a global organization that seeks to preserve and restore sight, and when its customers buy coffee, the firm donates water to communities in the nations where it is grown.

Building on its core principles, the company has introduced its TOMS Marketplace, a platform where various socially-driven entrepreneurs can sell products.

25

Coach (Wearing apparel)

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Euromonitor Profiles, July 2014

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Coach. View Summary

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Coach. Included is a strategic evaluation with key facts about the U.S. company, competitive positioning against comparative brands, and assessment of its position in the luxury market. Brand opportunities and strategy are identified and recommendations for the future offered.